© 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Social Marketing How-to:

Part I. Quick Overview © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Twitter by the Numbers: * Launched million+ registered users 300,000 new users per day 180 million unique visitors/month 600 million searches/month * Stats reported as of 4/2010 © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Demographics 52% of users aged % men/53% women 64% with college degree or higher, compared to 30% of US population 24% earn $75K+ annually, compared to 18% of US population *As of Feb Source: Edison Research, “Twitter Usage In America: 2010” © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Users Like to Research Brands 42% using Twitter to learn about products/services 41% using Twitter to comment on products/services 31% ask for opinions about products/services 28% look for discounts/sales 21% purchase products/services © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. *As of Feb Source: Edison Research, “Twitter Usage In America: 2010”

Key for Subscription Sites: Real-time communication with your community of subscribers, prospects, partners and peers. Good for B2C or B2B – high usage in certain B2B niches, such as marketing and technology. Can’t be blatantly self- promotional. Must provide useful, interesting, or entertaining Tweets. Communication should be personal, but accounts must be site-owned (not employees’ personal accounts). Can have multiple accounts for different audiences. © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Part II. Setting up New Accounts © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Corporate or Personal? Create company-branded Twitter accounts – don’t just let employees use their personal ones. It’s an asset like an list – you want to retain that account and its followers in the event of turnover. © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

But…Assign a Person to Manage Indicate who’s doing the tweeting in the account bio section Tweet in first-person (“I wanted to share this link…”) Respond to others’ comments (“Great Twitter communication requires a personal touch:

Can Use Personal Accounts If: -> The site owner: -> A guru site: © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. -> Name-brand contributor:

Single or Multiple Accounts? Start with one account: Tied to top-level site/brand name Spend time listening, testing tweet approach, growing audience © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. When ready, add new accounts as needed for different audiences, company departments, or functions…

Accounts by Topic/Pub. Section © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Accounts by Department © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Accounts by Geographic Area © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Part III: Optimizing Your Account – 4 Key Elements © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

#1. Bio Section Include complete brand name if username is shortened Include appropriate URL (main site, section, blog ) Use keywords to describe coverage and target audience Include addresses, phone numbers, other info as needed © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Should reflect brand and the nature of the specific Twitter account (if more than one):

#2. Lists -> Section of profile to display all your brand’s Twitter accounts. -> Visitors who find one account can easily see all others you offer. © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

#3. Profile Image Corporate logos typically not designed for social media. Create new icon to pack as much punch as possible in tiny space: Clearly convey brand Stand out in followers’ Twitter streams © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

#4. Background Image © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Customize to reflect your brand: Colors Photos or graphics Additional links/contact info Taglines DIY, or get a custom design created for about $100

Part IV: Quick Tweeting Tips © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.

Listen First… © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Use Twitter search to find people talking about your topic areas. Save searches for: Brand name Keywords Competitor names Industry events etc. Then, check each day with one click

Follow Relevant Accounts © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Following helps find relevant conversations for engagement and retweets. Choose members who are posting interesting content about your niche: Don’t go crazy and follow hundreds of people a day Don’t use automated “add followers” software Don’t “churn” followers – rapidly following and unfollowing

React, Respond, Retweet © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Share third-party links your audience would find interesting: Retweets Links to industry news Great blog posts New industry data Upcoming industry events

Share Interesting/Helpful Updates © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Ideas for your own updates: Replies to followers Links to free content Previews of premium content Contests Important site changes/updates Occasional brand news

Timing Matters © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Retweets peak between around 2:00 pm EST Source: Social media researcher Dan Zarrella ( )

Don’t Spam © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. -> Don’t send unsolicited offers directly to Twitter users. -> Don’t post the same update multiple times a day. -> Don’t cut and paste the same update to multiple accounts.

Ongoing Learning © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Twitter how-to and support Twitter 101 for Business “Following” rules and best practices How to save searches Content and spam rules Other online resources Chris Brogan’s Twitter advice Mashable’s Twitter Guidebook Sampling of Twitter background designers

Contacts & More Resources © 2010 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved. Sean Donahue, Editor Included in your Insider Membership Special Thanks to: Daniel B. Honigman Additional Insider Social Marketing How-tos: Social Marketing How-to: Yahoo! Groups Social Marketing How-to: Google Groups